Marketing, advertising & media intelligence

As part of our push to remind you marcomms folk to get your entries in for the 2013 TVNZ-NZ Marketing Awards (entries close 5pm Friday 24 May), we're asking some past winners to tell us about their glorious victory, what it meant to the business and why these awards are different. Hello there Denise Goodwin, ex-Volkswagen marketing chief and now head of marketing at Flooring Brands.

What did you win? The 2012 Supreme and Automotive awards.

What was it about your entry that stood out? The sheer challenge we faced to achieve growth, our ambition, belief and commitment to our strategy from our staff, to our business and agency partners, and the consistent investigation, action and passion that was evident over the four years that translated into fantastic, sustainable growth.

How did winning help your company, your staff or your career? It gave us an opportunity to take a breath and celebrate our success. To win the Supreme Award meant we had done something truly special and it gave us an opportunity to look beyond our own industry and benchmark across all New Zealand industries. Our staff and agency partners were elated, as was Volkswagen Germany, which continually looks to us as a global benchmark for marketing success. As for my career, I have recently started a new role as head of marketing for Flooring Brands, an opportunity that has come about through these successes.

Would you recommend other brands, businesses and agencies entering the awards? Yes, absolutely. It is a great opportunity to take the time to reflect as a team on what marketing strategies and innovations have been created and delivered over the year/s and highlight their business returns. For the team the awards evening is a great night out. I know we all had a blast last year.

What are some of the major differences between the TVNZ-NZ Marketing Awards and other awards? The major difference is that these awards recognise the importance of marketing and its place at the forefront of business and commercial success. It recognises all marketing disciplines from leadership to insights, plus it acknowledges key individuals. It’s not just about a campaign or creative idea but it rewards the strategy, insights and the people behind them.

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Embarrassingly for the industry, this certainly looks like a scam ad. A scam ad in my mind is a piece of work that is instigated by the agency for the primary purpose of winning awards, rather than having a real ...

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Why we like it: In New Zealand, it's not uncommon for a guitar to be pulled out during a social gathering and a few tunes—think '10 Guitars'—played for all to hear. But what's not as expected is a beanie-wearing man, surrounded by his tattoo-laden friends, to open his mouth and start a singalong to The Tokens' 'The Lion Sleeps Tonight'. The surprising singalong is a clever way to announce Woodstock's new softer range of Ginger Beer and Bourbon and Crisp Apple flavours.

Why we like it: To announce its rebrand and new slogan, 'The future is exciting. Ready?', Vodafone has gone back to where human communication started before accelerating into the future. The montage of clips, centred on the idea of saying 'hello', travels the world to show how it was done in the past and will be done in the future, as well as what different cultures do, with New Zealand making an appearance throughout. It's nice to see the inclusion of Māori culture to localise a version of an international campaign as well as a cameo of the much-loved protagonist Piggy-Sue.

Who's it for: AMI Insurance by Colenso BBDO

Why we like it: AMI is on a mission to show New Zealanders what a safer world would look like. By styling the protagonist 'Rollergirl' like a character from the 80s, the spot makes a nod to a time when children would leave the house to play in the streets. According to a 2014 Slatearticle, the leash around children has been consistently shortening since the 70s and children have less freedom to roam than their parents. By ending its TVC with the line 'Together, we can make our world a little safer', AMI is showing its commitment to making a difference in society and we hope the audience responds to the encouragement to join in.